Research On The Mechanism Of Customer Perceived Product Innovativeness's Influence On Brand Attitude In The Internet Environment

More and more research results show that the success of a business depends not only on the innovativeness of the company's products,but more on how consumers perceive the innovativeness of the products provided by the company.At the same time,with the popularization and rapid development of the mobile Internet,online interpersonal interaction has become the main form of interpersonal interaction,and it has become one of the important channels for consumers to obtain information and communicate.Under this background,the research on the impact of perceived product innovativeness and online interpersonal interaction on consumer brand attitude has a profound marketing practice significance for companies.Based on the previous studies,this article uses the Theory of Reasoned Action and the theory of strong and weak relations as guidance to deeply explore the effect of perceived product innovativeness and online interpersonal interaction on brand attitude.Then the data were collected through questionnaires and experiments,and factor analysis of variance and independent sample T test were used for data analysis to test relevant research hypotheses.Finally,the marketing suggestion is given,and the current research shortages and future research prospects are analyzed.The main research conclusions are as follows:(1)Compared to the low degree of perceived product newness,the high level of perceived product newness can bring more positive brand attitudes to consumers,and in the case of interaction with acquaintances,the change of consumer brand attitude caused by high and low perceived product newness is greater.(2)When the degree of perceived product newness is high,the interaction with acquaintances has greater influence on brand attitude than the interaction with strangers;on the contrary,the interaction with strangers has greater influence on brand attitude than the interaction with acquaintances.(3)Compared to the low degree of perceived product meaningfulness,the high degree of perceived product meaningfulness can give consumers a more active brand attitude,and in the case of interaction with strangers,the difference of consumer brand attitude caused by high and low perceived product meaningfulness is more significantly.(4)When the perceived product meaningfulness is high,there is no significant difference in consumer brand attitude between the interaction with acquaintances and the interaction with strangers;contrarily,the interaction with acquaintances has greater influence on brand attitude than the interaction with strangers.(5)Companies should strive to develop new products with high newness and meaningfulness based on market research,and fully tap and utilize the social functions of social media platforms,paying attention not only to the communication with acquaintances but also the interaction with strangers,and create a good interactive environment for consumers to promote more positive brand attitude.